The Fashion Intern

by Granger, Michele M.

• ISBN13: 9781563672729
• ISBN10: 1563672723
• Edition: CD
• Format: Paperback
• Copyright: 2003-12-01
• Publisher: Bloomsbury USA Academic

Summary

The Fashion Intern is intended for the student employed in any segment of the textile and apparel industry. Drawing on her experience with students and her earlier edition of Guide to Analyzing Your Fashion Industry Internship,Granger provides information for any organization along the channel of distribution. This guide, with accompanying CD-ROM, is intended for the student employed in any segment of the apparel, accessories, soft goods and home interior industries. It is written to accommodate interns in fashion merchandising, retailing, design, product development, promotion and production. It encourages interns to view the fashion industry from a marketing perspective.

Table of Contents

Preface	xv
To the Academic Internship Sponsor	xv
Introduction	xix
To the Student	xix
Acknowledgments	xxiii
Getting Started	1	(20)
What is an Internship?	2	(1)
Common Internship Questions and Answers	2	(2)
Recommended Timeline for the Internship	4	(1)
The Unpaid Internship	5	(1)
Effective Career Planning	6	(4)
Mind Mapping	6	(1)
Job Search Work Schedule	7	(3)
Organizing the Job Search	10	(1)
Locating Internship Positions	10	(3)
Researching Employers	13	(4)
Using the Internet as a Tool	16	(1)
Companies with Internship Programs	16	(1)
The International Internship	17	(2)
The Prospecting Letter	19	(2)
Writing a Resume and Letter of Application	21	(26)
Writing a Resume	22	(14)
Resume Headings	23	(3)
Resume Guidelines	26	(2)
The Scannable Resume	28	(1)
Don'ts for Scannable Resumes	29	(1)
Top Ten Pitfalls in Resume Writing	30	(1)
Using Power Words in the Resume	30	(4)
Resume Hints	34	(1)
Using a Resume Organizational Worksheet	34	(2)
Reviewing the First Draft Resume	36	(1)
Constructing a Letter of Application	36	(7)
Resume Critique Form	37	(2)
The Structure of a Letter of Application	39	(2)
Preparing a Letter of Application	41	(2)
Wrapping it Up	43	(4)
Applying and Interviewing for the Internship	47	(38)
The Job Application Form	48	(8)
Job Application Tips	56	(1)
Interview Guidelines	56	(9)
Before the Interview	56	(1)
Summary of Pre-Interview Considerations	57	(1)
Practice to Interview Successfully	57	(1)
Interview Preparation Tips	58	(1)
Body Language During the Interview	58	(1)
Assessment Questions Asked by Professional Interviewers	58	(5)
Questions Candidates Ask Employers	63	(2)
Common Reasons for Rejection	65	(1)
Dressing for the Interview	66	(1)
Educating the Employer	67	(1)
During the Interview	68	(2)
The Professional Portfolio	70	(2)
Why Should You Develop a Portfolio?	70	(1)
Organizing the Portfolio	70	(1)
Presenting the Portfolio	71	(1)
Evaluating Job-Seeking Assertiveness	72	(1)
After the Interview	73	(3)
Writing a Thank-You Letter	73	(3)
Evaluating an Internship Offer	76	(1)
Selecting the Right Internship	77	(1)
Negotiating the Offer	78	(2)
Internship Evaluation and Comparison	79	(1)
Writing a Follow-Up Letter	80	(1)
Finalizing Internship Plans	80	(5)
Before Settling in	85	(14)
On-the-Job Tips	86	(3)
A Positive Attitude	86	(1)
Initiative	86	(1)
Assertiveness	87	(1)
Confidentiality	87	(1)
A Student's Top Ten Tips for Interns	88	(1)
The Reality Check	89	(1)
Corporate Culture	90	(3)
Internship Obstacles	90	(2)
Top Ten Tips for the Workplace	92	(1)
Changing Internship Plans	93	(1)
The Internship Evaluation	94	(1)
Other Practical Considerations	94	(2)
Housing	94	(1)
Transportation	95	(1)
Dressing for Success	95	(1)
Modeling the Way	96	(3)
Top Ten Tips for Success	97	(2)
The Company Mission, Image, and Location	99	(32)
The Mission Statement	100	(1)
Company Objectives and Goals	101	(1)
Market Positioning	102	(1)
Market Repositioning	103	(1)
The Company Image	104	(7)
Importance of a Company Image	106	(1)
Company Image and Positioning	106	(1)
Company Image and Marketing Communications	107	(1)
Creating a Company Image	108	(1)
Image Variables	109	(2)
The Company Location	111	(9)
The Region	112	(1)
The State	113	(1)
The City	114	(1)
The Site	115	(1)
Entertailing	116	(1)
Location Checklist	116	(3)
Table 5.1 Factors to Consider When Selecting a Site	119	(1)
Designing Effective Selling Space	120	(11)
The Exterior of the Facility	120	(3)
The Interior of the Facility	123	(8)
The Nature of the Organization	131	(22)
Legal Forms of Ownership	132	(1)
Types of Organization	133	(1)
Types of Products Offered	134	(1)
Extent of Nonstore Selling	135	(1)
Types of Services Offered	136	(1)
Extent of Departmentalization	136	(12)
The Operations and Control Function	138	(3)
The Merchandising Function	141	(5)
The Personnel Function	146	(2)
The Public Relations Function	148	(1)
The Organizational Structure	148	(5)
Organizational Communication Channels	151	(2)
The Customer	153	(20)
The Customer Decision Process	154	(1)
Market Segmentation	155	(3)
Demographics	155	(1)
Psychographics	156	(1)
Culture	156	(1)
Social Classes	157	(1)
Reference Groups	157	(1)
Multiple Customer Levels	158	(1)
Buying Motives	158	(1)
Customer Relations	159	(1)
Types of Services	159	(4)
Levels of Service	161	(1)
Forms of Service	161	(1)
Customer Service Department/Representative	162	(1)
Getting the Product to the Consumer	163	(2)
Sales: Personal and Road	163	(2)
Channel of Distribution	165	(8)
Conventional Marketing Channels	165	(1)
Marketing Channel Flows	166	(1)
Vertical Marketing Channels	167	(1)
Horizontal and Multichannel Marketing Channels	168	(1)
Channel Design Alternatives	168	(2)
Physical Distribution	170	(3)
The External Environment and E-commerce	173	(14)
Subsets of the External Environment	174	(8)
The Competitive Environment	174	(3)
Competitor Survey	177	(1)
The Economic Environment	178	(1)
The Social/Demographic Environment	179	(1)
The Political/Legal Environment	180	(1)
The Natural Environment	180	(1)
The Technological Environment	181	(1)
E-commerce	182	(5)
Storefront Model	182	(1)
E-catalog Model	183	(1)
Portal Model	183	(1)
Distributed Storefront Model	183	(1)
Affiliate Model	184	(1)
Auction Model	184	(1)
On-line Shopping Mall Model	184	(1)
Content-Attraction Model	184	(1)
Lowest Price Model	184	(1)
Click-and-Mortar Model	185	(1)
Members-Only Model	185	(2)
Product Identification	187	(16)
Product Levels	188	(2)
Product Classifications	190	(3)
The Product Life Cycle	193	(3)
Introductory Stage	194	(1)
Growth Stage	194	(1)
Maturity Stage	195	(1)
Decline Stage	195	(1)
The Product Line	196	(1)
The Product Mix	197	(1)
Seasonality of the Fashion Industry	198	(1)
Branding and the Product	199	(2)
Branding Terminology	200	(1)
Packaging and Labeling	201	(2)
Product Development and Design	203	(36)
What is Product Development?	204	(1)
Why the Move into Product Development?	204	(2)
Types of Product Development Businesses	206	(3)
Retail Product Development	207	(1)
Manufacturer Product Development	207	(2)
Creating a Brand: Product Segmentation	209	(2)
Branding and the Customer	211	(1)
A Checklist for Successful Branding	211	(1)
What Drives a Brand?	212	(1)
Competition and Product Development	213	(2)
The Merchandiser's Job	215	(3)
Planning for Product Development	218	(8)
Line Composition	220	(1)
Line Structure	221	(1)
Line Balance	222	(2)
Product Development Steps	224	(2)
Research and Forecasting	226	(2)
The Designer's Job	228	(11)
The Design Process	231	(4)
Color and Labdips: Prints and Strikeoffs	235	(1)
Technical Design and Follow-Up	236	(1)
Editing and Adoption	237	(2)
Production	239	(20)
Preproduction Planning	240	(1)
Production Planning	241	(1)
Offshore Production	242	(2)
Import Tariffs and Quotas	243	(1)
In-house Production	244	(1)
The Manufacturing Process	245	(7)
The Production Pattern	245	(1)
Comparison of Contractors and In-house Production	246	(1)
Grading and Marking	247	(2)
Spreading and Cutting	249	(1)
Assembling	250	(1)
Finishing and Labeling	251	(1)
Distribution of the Finished Product	252	(1)
Costing the Product	252	(7)
Materials and Findings	253	(2)
Production Labor	255	(1)
Transportation	255	(1)
Promotion	256	(1)
Sales and Support Staff	257	(1)
Overhead	257	(1)
Distribution	258	(1)
Pricing	259	(18)
The Role of Pricing	260	(1)
Setting the Retail Price	261	(1)
Variables in Pricing Decisions	262	(1)
Legal Restrictions in Pricing	263	(1)
Pricing Strategies	264	(5)
Demand Pricing	265	(1)
Competitive Pricing	266	(1)
Price Setting and Price Lining	267	(2)
Price Zones	269	(1)
Markup	270	(1)
Markdowns	271	(2)
Pricing Guidelines	273	(4)
Promotion	277	(14)
Promotion	278	(5)
Buyer Readiness State of the Target Market	278	(1)
Avenues of Promotion	279	(1)
Choosing a Message	280	(1)
Personal and Nonpersonal Communication Channels	281	(1)
Choosing the Media Type	282	(1)
Setting the Promotional Budget	283	(2)
Setting the Promotional Mix	285	(2)
Advertising	285	(1)
Sales Promotions	286	(1)
Publicity	286	(1)
Personal Selling	287	(1)
Visual Merchandising	287	(1)
Collecting Feedback	288	(3)
CASE STUDIES	291	(14)
Is it Worth It?	291	(2)
I'd Rather Do It Myself	293	(2)
The ``Too-Good-To-Be-True Intern''	295	(3)
A Mixed Message	298	(2)
Mission Impossible?	300	(2)
A Tough Decision	302	(3)
Appendix A Learning Agreement for the Internship	305	(2)
Appendix B List of Resources for Finding Internships and Researching Employers	307	(14)
Appendix C Daily Activity Journal	321	(4)
Appendix D Weekly Activity Report	325	(2)
Appendix E Student's Internship Summary	327	(4)
Appendix F Student's Evaluation of the Internship Organization	331	(2)
Appendix G1 Internship Supervisor's Evaluation of the Intern Performance Rating Chart	333	(4)
Appendix G2 Internship Supervisor's Evaluation of the Intern Characteristics Rating Chart	337	(4)
Appendix G3 Internship Supervisor's Evaluation of the Intern Characteristics and Work Performance	341	(4)
Appendix H Intern's Evaluation of Internship Supervisor	345	(2)
Appendix I Self-Evaluation by Student Intern	347	(4)
Glossary	351	(14)
About the Author	365	(2)
Index	367